Woolworths Food launches 9 new products in South Africa – Photos

·5 Oct 2026

Woolworths Food has launched nine new products in South Africa as the retailer continues to expand its food offering.

The new products, announced by Woolworths on social media as “New things to try this week”, range from overnight oats and egg-based breakfast pots to beef ribs, burgers, juice and desserts.

The 9 new products include:

Mango and coconut overnight oats,
Southern Smoky BBQ Beef Ribs,
100% grapefruit juice,
A Biscoff dessert,
Shakshuka and egg pot,
Turkish egg pot,
Smash burgers,
Cocoa and strawberry overnight oats, and
Apple and cinnamon overnight oats.

The latest launches come as Food continues to play an increasingly important role in Woolworths Holdings’ (WHL) overall business.

In its 2026 Integrated Annual Report, the group said it was making targeted investments in high-return areas, including Food and businesses adjacent to the division.

WHL CEO Sam Ngumeni said the group was reorienting its strategy around the food business, which he described as its “heartland” and “greatest competitive advantage”.

“I firmly believe that Food sits at the centre of our opportunities and, as such, we are reorienting the Group around our market-leading Food business,” Ngumeni said.

He added that Food was the primary engine of the Group’s value creation, supported by its customer proposition around quality, innovation, sustainability and value.

According to the report, food accounted for 66.5% of WHL’s total group turnover and concession sales in the 2026 financial year and generated 69.5% of adjusted group earnings before interest and tax.

Food turnover and concession sales increased by 5.7% to R55.37 billion in FY2026, while adjusted EBIT rose 3.2% to R3.71 billion. Its adjusted EBIT margin was 6.7%.

Woolworths said its Food business gained profitable market share during the year despite difficult economic conditions.

“Our Food business once again demonstrated the quality of its proposition and the strength of its competitive position, gaining profitable market share and delivering strong operating and return metrics,” the group said.

New flagship premium food store

Additionally, Woolies Dash on-demand sales increased by 19.6%, while online sales accounted for 7.3% of South African Food sales.

Woolworths also expanded its Food trading space by 3.5%, reaching 319,970 square metres across 710 stores.

The latest products are being introduced alongside changes to Woolworths’ store formats. In August, the retailer opened its Dainfern Square store as its first Food Emporium in Gauteng, following the launch of its first Food Emporium in Durbanville, Cape Town.

The Food Emporium is designed to offer a broader range of food, including everyday groceries, prepared meals, specialist products and premium ingredients.

The Dainfern store includes a bakery, fishmonger and butcher counters, a specialist cheese counter, a sushi counter, and an expanded pantry.

Woolworths Food CEO Chan Pillay said the new format was intended to respond to changing customer expectations.

“Our customers are looking for more than just convenience. They want quality they can trust, greater choice and fresh ideas for every meal,” Pillay said.

The retailer said product development is also guided by its Good Food Journey, which includes initiatives covering responsible sourcing, animal welfare, and sustainable farming and fishing.

The nine latest products form part of a broader strategy in which Woolworths is using new food products, digital channels, and expanded store formats to grow its most important business division.

“This does not mean that we are diminishing the role of our other businesses. Our adjacent businesses complement our Food proposition and strengthen the overall customer offering, but it is Food that propels the ecosystem,” Ngumeni said.